Over the past 18 months industry experts and analysts have weighed in on the effectiveness of direct booking campaigns, but a new report from Kalibri Labs shows consumer behavior has taken a shift to favor Brand.com, meaning the effort is paying off.
A new study from Kalibri Labs shows that the collective effort of hotel companies to sway people to book direct is working. The study, “Book Direct Campaigns: The Cost & Benefits of Loyalty,” was conducted between May and December 2016, and authored by Cindy Estis Green, CEO and co-founder of Kalibri Labs, alongside Mark Mazzocco, VP of revenue strategy at Kalibri Labs.
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